One of the best ways to engage your audience is by providing them with a compelling reason to share your message across social networks in a way that is natural and seamless. Word-of-mouth marketing and peer recommendations are an extremely powerful way to increase brand visibility, as people will believe their network of peers vs. a brand driven campaign.
So how do you get your audience to engage and share? At Marketo, we believe there are 3 rules to social sharing.
Rule #1: Give People a Reason to Share
Social is exploding with influencers. And you want to know who is influential about your brand, your products, and your campaigns. A great way to get influencers is by making sure that your campaigns are conducive to social sharing. Appeal to your audiences emotions and provide them with access to something exclusive. Once you have a piece of content or a campaign that you think is worth sharing, create incentives
Rule #2: Always Prompt People to Share at the Right Time
Now that you have created reasons for people to share, you want to make sure you are prompting people to share your message at the right time. As social sharing has become more important to B2B marketing, the best practice has been to include social sharing links before or after a piece of content. This is passive sharing. You are creating the opportunity to share, but you are not asking for the share. And if you don’t ask for the share you may be missing out on an important chance to engage with your audience, as they may not notice the sharing buttons or be compelled to use them.
Rule #3: Make your Shares Measurable
When a prospect or customer shares your content, this is a great indicator that they are an influencer for your brand. By tracking shares, you can determine what content is working so you can create more intelligent social campaigns over time.